This melting pot of the Hispanic population, comprised of individuals originating from different countries now living in your market area, can make targeting and marketing to them challenging. Do it properly and effectively and you’ll be rewarded.
To do this, start by identifying your target. The complexity of your Hispanic market must be fully understood by your marketing people. Do they know the various countries of origin that comprise the subsets of Hispanics in your market? Do they know the levels of first generation, second generation, and third generation? The amount of Hispanic Americans versus other Hispanics in your market?
You have to know the cultural differences among each subset group. Most importantly, know how to address them in the appropriate version of the Spanish language. Once you determine which subset of Hispanics you want to market you need to match your services to the proper subset. For example, if you are a Buy Here Pay Here dealer, you are most likely to target the low income, first generation customer. If you are a franchise dealer with a used car lot, a Buy Here Pay Here operation and Special Finance operations you might choose to target all subset groups of Hispanics in your market.
Once you have identified your target and the message your want to convey make sure your marketing team is not “translating” your English language content. You want a “trans-creation” for all marketing material. If you have marketing material translated, it is likely to lose the meaning and fail to deliver the message you originally intended to send. Trans-creation, on the other hand, combines market knowledge and the proper language skills to create a marketing piece for the intended audience in their native tongue. If trans-creation is successful, your intended message will reach your intended audience.
G20 has been monitoring the increased spending among companies that target Hispanics. There are six automotive manufacturers among the top 40 companies spending advertising dollars on targeting Hispanics. See the table below:
||Spending (in thousands)
| 4th General Motors
| 10th Toyota
| 12th Hyundai
| 16th Ford
If automotive manufacturers are this serious about marketing to the largest minority in the United States, shouldn’t you be too? If you won’t do the research to address the needs of Hispanic consumers in your market, your competition will.
Vol 4, Issue 3